Hi - this seems like a good idea - apologies if you've seen it already.

Following the disaster in London . . .

"East Anglian Ambulance Service have launched a national "In case of
Emergency ( ICE ) " campaign with the support of Falklands war hero Simon
Weston.

The idea is that you store the word " I C E " in your mobile phone address
book, and against it enter the number of the person you would want to be
contacted "In Case of Emergency".

In an emergency situation ambulance and hospital staff will then be able to
quickly find out who your next of kin are and be able to contact them. It's
so simple that everyone can do it. Please do.

Please will you also email this to everybody in your address book, it won't
take too many 'forwards' before everybody will know about this. It really
could save your life, or put a loved one's mind at rest.

Sounds dubious to me.
My experience is that blast often removes clothing
Who is delegated to find phones on someone and then make the call
Untrained chummies making call could cause extra distress
If idea is that casualty makes call - they will surely know who to inform and where
Could well interfere with triage procedure.

The initiative was launched before the attacks in London and it wasn't envisaged that it would be a response to that sort of major incident. It's meant for the sort of everyday misfortune, like being knocked down by a chav on a scooter, that we are much more likely to fall victim to.
In that context finding a phone will not involve sifting through eviscerated remains.
As far as who would make the call, well the same sort of person who gets jiffed with it now, paramedic at the scene trying to get more information on a casualty, staff at A&E, and ultimately if it comes to it the copper who has to make the 'death knock'.
Given that the originator of the concept is a paramedic and consequently intimately familiar with the practicalities of the treatment process, including triage, it's safe to assume that concept will not impede the process in the everyday context that it is intended to function within

I read about this a while ago, as well as receiving a round robin a month or so ago, and had a quick look into it by asking the LFB and LAS PR people what they thought. They love it! They went on to give me a run down on man hours and costing of tracking relatives of those involved in accidents that render them unable to communicate their info to the hospital. Further footnote they'd liked to see the ICE nominee holding any info on medications and the injured parties GPs that would help them if an underlying condition existed.